6.
Customers , Clients and Employees are Talking 1 out of every 5 adults will comment online 80% of all consumers read online recommendations 75% do online research before making a decision 1 out of every 30 comments online is an employee discussing the company they work for (Jupiter Research)

11.
Dell Hell <ul><li>People have unprecedented power. </li></ul><ul><li>Jeff Jarvis started it all on June 21, 2005. </li></ul><ul><li>Within 1 month of post: </li></ul><ul><ul><li>Dell received over 300 emails a day in complaints. </li></ul></ul><ul><ul><li>Over 100 new posts a day with tags “Dell Hell”. </li></ul></ul><ul><ul><li>First time, Dell was not #1 in customer service. </li></ul></ul>

16.
<ul><li>They lied. </li></ul><ul><li>Flippant when caught. </li></ul><ul><li>Another PR nightmare. </li></ul><ul><li>Will be forever linked to agency. </li></ul><ul><li>Huge backlash </li></ul>Sony – All I want for Xmas is a PSP “ Busted. Nailed. Snagged. As many of you have figured out (maybe our speech was a little too funky fresh???), Peter isn’t a real hip-hop maven and this site was actually developed by Sony…..”

17.
<ul><li>Pretended to be something that it is not </li></ul><ul><li>Blogosphere attacked </li></ul><ul><li>Bad PR for Wal-Mart and Edelman </li></ul><ul><li>Steve Rubel </li></ul>Wal-Mart – Wal-Marting Across America &quot;The moment you hide something, you will end up being exposed and picked apart.&quot;

18.
Control – It’s time to accept we don’t have it <ul><li>Power to the people! </li></ul><ul><li>Don’t be afraid of it, embrace it. </li></ul><ul><li>Pretending it is not there will not </li></ul><ul><li>make it go away. </li></ul><ul><li>Your own focus groups </li></ul>

19.
<ul><li>Honesty is rewarded </li></ul><ul><li>Gain people’s trust back </li></ul><ul><li>Speak to people not at them </li></ul><ul><li>Mitigate risk </li></ul><ul><li>DON’T BE AFRAID TO FAIL! </li></ul>It’s Ok to Admit Your Wrong

26.
Where does the target market congregate? What kind of message will resonate best? Online, offline, internal and/or external. The medium is the facilitator not the differentiator. Pick the campaign , not the medium

27.
Can only be done online. Only works for B2C. Poor tracking and metrics. Cannot deliver ROI. Requires large company. Needs huge budget. Myths = Misunderstanding

29.
Final Thoughts <ul><li>It is not about brands , products or </li></ul><ul><li>services; </li></ul><ul><li>It’s about people. </li></ul><ul><li>Embrace the possibilities of </li></ul><ul><li>what we can accomplish. </li></ul><ul><li>Voice to the voiceless . </li></ul>